Apple to change app data consent rules, German regulator says

Apple is set to revise its rules concerning how app developers can utilize personal data for targeted advertising on iPhones and iPads, according to Germany's competition authority. This development marks the conclusion of a multi-year investigation by the Federal Cartel Office.

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Apple's App Tracking Transparency framework gave its own apps more favourable consent prompts than those of third-party developers, potentially breaching competition rules.

The German authority determined that Apple's App Tracking Transparency (ATT) framework provided its own applications with more favorable consent prompts compared to those offered to third-party developers. This disparity was found to potentially violate competition regulations.

Under the agreement, Apple has a four-month period to implement the necessary changes following the official decision. These commitments will remain in effect for seven years and will be overseen by an appointed trustee. A key aspect of the revised rules involves redesigning consent pop-ups for third-party apps. These prompts must eliminate discouraging language and symbols, ensuring they are visually and linguistically neutral for users.

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Consent pop-ups for third-party apps must be redesigned to remove discouraging language and symbols, and made visually and linguistically neutral.

Furthermore, third-party app publishers will gain increased flexibility. They will be able to combine Apple's mandatory consent request with their own separate data-protection consent prompts. Apple has indicated that these modifications will extend to nearly all European Union countries. The company stated it has already adapted the text and design of the consent prompt at the German authority's request.

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Third-party app publishers will also gain more flexibility to combine Apple's required consent request with separate data-protection consent prompts.

This investigation and subsequent changes come after France and Italy previously fined Apple €150 million and €98.6 million, respectively, over issues related to the ATT framework. Developers of third-party apps, including Meta Platforms, rely on accurate user data to display targeted advertisements, which are a significant source of revenue.

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Apple said the changes would apply in almost all European Union countries and that it had adapted the text and design of the consent prompt at the authority's request.